MKTG 440
Discussion Questions:
Why did companies like Disney+ and Netflix add ad-supported tiers and account sharing fees?
How have your streaming habits changed over the past five years?
Which of the big players in streaming (Netflix, Amazon, HBO, Disney, Apple, etc.) will be the most successful over the next 10 years? Why?
What other changes could streaming companies make to improve business?
What research did these companies do to inform their decisions?
Netflix loses 970,000 subscribers, says ads and new fees are key to recovery. (Ars Technica)
Basic Scientific Investigation
Step 1: Formulate a testable hypothesis
Step 2: Select the research method and design the study
Step 3: Collect the data
Step 4: Analyze the data and draw conclusions
Step 5: Report the findings
Marketing Research
Step 1: Identify a problem/question
Step 2: Select the research method and design the study
Step 3: Collect the data
Step 4: Analyze the data and draw conclusions
Step 5: Implement findings
Managers (decision makers) focus on obvious, measurable symptoms.
Researchers, who deal in information, must focus on an intimate view of the company’s inner workings (root problems).
Management question: A question relating to managerial outcomes.
Research question: A question relating to information needed by the decision maker to help inform a manager’s business decision.
| Management questions (symptoms) |
Marketing research questions (root problems) |
|---|---|
| • How do we increase market share? • How do we decrease churn? |
• What are the drivers of choice and switching (price/quality/convenience/etc.)? • Which segments are we underperforming in, and why? • Where in the funnel are we losing customers? • What are the main reasons customers leave, and which are preventable? |
Business Problem
1985: Launch of “New Coke”
The Aftermath
Gather as much information as possible about problem.
Use “Problem/Opportunity” framing.
Problem: Negative outcome unless addressed.
Opportunity: Potential for positive outcomes.
Examples:
| Driving Challenge | Manager’s Business Decision |
|---|---|
| New business ideas Examples: I want to start a new restaurant, clothing line, retail outlet, etc. |
Go / no go? |
| Social/charitable/policy causes Examples: increasing support for a cause, getting students to vote, promotion strategies for specific organizations |
Which Promotional messages or marketing strategy? |
| Problem or opportunity with a campus organization, team, club Examples: low turnout at sporting events, low attendance in clubs, participation in activities. Promotional spending for Bear Down Music Festival |
Which Marketing strategy or marketing mix? |
| Problem or opportunity at Eller Examples: Mental health concerns, food options, curriculum, increasing enrollment, increasing post-graduation support |
Which messaging or marketing strategy? |
Discovery-oriented (descriptive):
Examples:
Strategy-oriented (prescriptive):
Examples:
A Research Objective:
Has a 2-part structure:
What information can we collect about the consumer that will help us make insightful recommendations for our client?
Personality traits/lifestyle characteristics (aka Psychographics): Empty Nesters, Urban Professionals
Attitudes (towards product categories, brands, sites, retailers, campaigns, formats, channels, etc.)
Intentions (anticipated or planned future behavior): Weak evidence, but often as good as we can get.
Motivations: Needs, wants, urges, wishes, drives, impulses, etc.
Behavior: Usually purchase and use, but also shopping, advocating, etc.
Awareness/Knowledge: of advertisements, campaigns, products, policies, firms, etc.
The ZonaZoo was started in 2002 and implemented in 2003. Since its startup, membership has increased at an unprecedented rate, and the ZonaZoo has become the largest student section in the PAC-12. The ZonaZoo has helped to create a tighter knit campus and community. The “Sea of Red” is a force to be reckoned with.
Problem/Opportunity: Fewer upperclassmen attend UA Games
Business Decision Problem: How do we stop ZonaZoo sales from decreasing for each year that students are at the University?
Note: This slide is from a student project!
Manager’s Decision Problem: How can we stop ZonaZoo sales from decreasing for each year that students are at the University?
Phase 1 (Discovery-Oriented) Research Objectives:
Phase 2 (Strategy-Oriented) Research Objectives:
Driving Challenge (Problem or Opportunity)? Is there a market for a Long Sleeve SPF Swimsuit in USA?
Manager’s Business Decision: Go/No Go - Should I invest 10K to produce/import the first batch of prototypes? If so, what kind of prototype should I invest in? Who should I target?
Research Objective: Your Turn
A beverage company wants to launch “plastic-neutral” packaging as a way to differentiate the brand. Executives are considered about credibility, and the risk of greenwashing-related backlash.
A streaming service tightens password-sharing rules and raises prices. Sign-ups hold steady, but churn within the 18–24 segment jumps. Leadership wants to retain younger users without discounting the whole service.
A big-box retailer locks up more products to reduce shrink. Shrink falls, but conversion drops in the same aisles. The store VP asks: “What’s the right balance between security and sales?”
Management questions:
Research objectives:
Best professors?
Expectations?
Career goals?
Class Dos:
Professor DOs:
Class DON’Ts:
Professor DON’Ts:
Step 1: Passion domain
Step 2: Driving challenge (problem/opportunity)
Step 3: How can marketing research help?
MKTG 440 | Prof. Nolan